How The Trade Desk Is Integrating With Prebid to Boost Its Unified ID

This comes as the industry realizes cookie-based targeting has to slim down and embrace new formats


The two largest browser providers (Apple and Google) plus regulators are separately implementing a crackdown on third-party cookies and associated tracking practices popular with advertisers.

This has resulted in independent ad-tech companies—i.e., those outside of the industry’s walled gardens that are laden with first-party data—implementing measures to reduce their reliance on third-party data.

Included in this are attempts from trade organizations to prune the number of third-party cookies currently cluttering up the “open internet,” such as websites outside of the walled gardens of the Facebook and Google ecosystems.

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